Marketing of politics and its influence on electoral behavior

Samuel Smolka and Eva Smolková ()
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Samuel Smolka: Comenius University in Bratislava, Bratislava, Slovak Republic
Eva Smolková: Comenius University in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2017, vol. 12, issue 2, 12-22

Abstract: Article deals with the influence of political marketing on the behavior of voters. The authors draw on real examples of influencing voters in the current politics, systematize information about why and how marketing affects political behavior of voters. It also points out what modern communication tools are used in political marketing and which are, in terms of political parties and their leaders, effective and efficient and how to reach and obtain the greatest number of voters. Today effective strategy, interim analyzes, research of preferences and addressable communication with voters are most used tools that allow not only to establish the preferences of voters but also to change mindsets of voters to use their attitudes and opinions to benefit from marketing strategies. The aim of the contribution is to point out the influence of political marketing on the behavior of voters in the Slovak Republic on the background of marketing communication in municipal and parliamentary elections. The authors employ current scientific studies and research the subject on the agenda to analyze the available data and to evaluate them. It uses statistical, sociological and marketing data and findings from research carried out by their own. It compares them with existing researches of voter behavior.

Keywords: political marketing; political stakeholders; strategy; voters (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:12:y:2017:i:2:p:12-22

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